Purchase data from Polish stores shows a clear shift in consumer preferences. Zero-percent alcohol beverages are no longer a niche category and regularly outperform their traditional counterparts in terms of sales volume. The trend is particularly visible in the non-alcoholic beer and wine segments. Analyses indicate this is the result of growing health awareness and generational changes.

0% Beers Lead in Sales

Non-alcoholic beers already constitute 55% of the sales volume of all beers in stores, clearly outperforming traditional beers.

Non-Alcoholic Wines on the Podium

0% wines account for 37% of wine sales volume, placing them second only to red wines.

Segment of Young Consumers

People aged 26-35 are the main buyers of 0% spirits, and the trend is reinforced by growing sales among women.

Data from Anonymous Receipts

The information comes from an analysis of millions of anonymous receipts, which allows for precise tracking of actual purchasing behaviors.

The Polish alcoholic beverage market is undergoing a significant transformation, as indicated by the latest data from anonymous receipts collected in retail chains. The main winner of this change appears to be products labeled as 0% alcohol, which are beginning to dominate in many categories in terms of sales volume.

Percentage share of 0% category sales volume in 2025: 0% Beers: 55, 0% Wines: 37, 0% Whisky: 20, 0% Vodkas: 15

The most spectacular example is the beer category, where non-alcoholic beers already account for over half (55%) of all beer sales expressed in liters. This means Poles buy more liters of 0% beer than traditional beers. A similar, though slightly less dynamic, trend is visible among wines, where non-alcoholic wines with a 37% share hold second place in sales, trailing only red wines. The non-alcoholic whisky and vodka segments, although they have smaller market shares (20% and 15% respectively), are also recording systematic growth.

The non-alcoholic beverage market, often called 0%, began to develop dynamically in Poland at the turn of the second and third decades of the 21st century. Previously, this category was associated mainly with low-quality products, often targeted at drivers. Technological innovations in brewing and increased consumer awareness regarding healthy lifestyles and responsible consumption led to a qualitative and market revolution.

The data shows that the main driving force of the market are people aged 26-35. It is this age group that most frequently reaches for 0% spirits, which may indicate a generational shift in the approach to alcohol. The trend is particularly visible among women, whose share in purchases of this category is growing. Interestingly, as noted by the portal dlahandlu.pl, „consumers reaching for 0% beverages are not completely giving up alcohol”. This means that this choice is often an element of a moderate consumption strategy, not total abstinence.

„konsumenci sięgający po napoje 0% nie rezygnują całkowicie z alkoholu” (consumers reaching for 0% beverages are not completely giving up alcohol) — Portal dlahandlu.pl

The information comes from an analysis of millions of anonymous receipts, which constitutes a reliable source of data on actual purchasing behaviors, free from survey declarations. Sales volume is a particularly important measure in this context, as it shows the actual scale of consumption, not just the value of turnover. The growing popularity of 0% spirits is a signal for producers and retail chains to further develop and promote this product category.